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Price sensitivity of students to their favorite applications and programs

Lupa-Wójcik Iwona

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 194

259--273

Purpose: The aim of the article is to determine the price sensitivity of students to their favorite applications and programs. Design/methodology/approach: The main research problem is: What is the price sensitivity of students to their favorite applications and programs? The study was conducted using the quantitative method, the survey technique on students in Krakow (Poland) in May and June 2023. The research sample was 424 people. Findings: Every second student would not give up Messenger if it was paid at an affordable price, every third from Instagram and Spotify, every fourth from YouTube, and every fifth from TikTok. They would be less willing to pay, for example, for Facebook. Every third student would be willing to pay up to PLN 20 per month for their favorite application or program (above this amount, they would rather not use it than pay). Every fifth respondent indicated PLN 30 per month as the upper limit. The vast majority of students (71%) declared that if the respondents' favorite application or program was paid at an affordable price, they would continue to use it. One in four respondents said they would look for a replacement (25%). Research limitations/implications: Studying price sensitivity in the new technologies sector is a complex problem and the research presented in this work covers only selected aspects in this field. Practical implications: The research results show young people's declarations of price changes in the new technologies sector. Could raising the prices of their favorite apps cause them to use them less? The new technologies sector can use the research results to set prices for selected applications or programs. Social implications: The research conclusions can be used to determine whether price manipulation for new technologies can result in less use of them by young people, and thus have a positive social effect. Originality/value: The study provides insights into the willingness of students to pay for these services and identifies specific preferences and behaviors regarding the use of paid and free versions of applications. The research results can be used by owners of online platforms, marketers, educators and students.